6. Neuromarketing
Neuroscientific Methods
Neuronal ActivityWithin The
Brain (CNS)
Electroencephalogram(EEG)
Magnetoencephalography(MEG)
SteadyStateTopography(SST)
FunctionalMagneticResonance
Imaging(fMRI)
Positron-emissionTomography
(PET)
Neuronal Activity of
The Peripheral
Nervous System (NPS)
Electrocardiogram(ECG)
GalvanicSkinResponse(GSR)
FacialCoding(FC)
FacialElectromyography(FEMG)
OtherTechniques
EyeTracking (ET)
StationaryEye-tracker
Eye-trackerGlasses
Eye-trackersinVRGlasses
Eye-trackingThroughWebcams
Implicit
Response
Test (IRT)
SemanticPriming
VisualPriming
Indoor
Positioning
Systems
Beacons(GPSBased)
Video(CameraLocation)
Neckly(GPSBasedonUWB)
7. Facial Coding
• Facial Action Coding System (FACS)
• Action Units (AU)
• Action Descriptors (AD)
• Intensity Scoring
• A Trace
• B Slight
• C Marked or pronounced
• D Severe or extreme
• E Maximum
• EMFACS (Emotional Facial Action Coding System)
8.
9. Facial Action Coding System (FACS)
Motion Action Units Description
Happiness 6+12 Cheek Raiser, Lip Corner Puller
Sadness 1+4+15 Inner Brow Raiser, Brow Lowerer, Lip Corner Depressor
Surprise 1+2+5+26
Inner Brow Raiser, Outer Brow Raiser, Upper Lid Raiser, Jaw
Drop
Fear 1+2+4+5+7+20+26
Inner Brow Raiser, Outer Brow Raiser, Brow Lowerer, Upper Lid
Raiser, Lid Tightener, Lip Stretcher, Jaw Drop
Anger 4+5+7+23 Brow Lowerer, Upper Lid Raiser, Lid Tightener, Lip Tightener
Disgust 9+15+16 Nose Wrinkler, Lip Corner Depressor, Lower Lip Depressor
Contempt
12+14
(on one side of the face)
Lip Corner Puller, Dimpler
13. Human Processor Model
Parameter Mean Range
Eye movement time 230 ms 70-700 ms
Decay half-life of visual image storage 200 ms 90-1000 ms
Visual Capacity 17 letters 7-17 letters
Decay half-life of auditory storage 1500 ms 90-3500 ms
Auditory Capacity 5 letters 4.4-6.2 letters
Perceptual processor cycle time 100 ms 50-200 ms
Cognitive processor cycle time 70 ms 25-170 ms
Motor processor cycle time 70 ms 30-100 ms
Effective working memory capacity 7 chunks 5-9 chunks
Pure working memory capacity 3 chunks 2.5-4.2 chunks
Decay half-life of working memory 7 sec 5-226 sec
Decay half-life of 1 chunk working memory 73 sec 73-226 sec
Decay half-life of 3 chunks working memory 7 sec 5-34 sec